Nickelodeon dumps top producer as changing tastes spark ratings slide

Viacom’s children’s network Nickelodeon is cutting ties with Dan Schneider, one of its most prolific producers.

Nickelodeon Kids’ Choice Awards in Los Angeles last month. Picture: PictureGroup

Viacom’s children’s network Nickelodeon is cutting ties with Dan Schneider, one of its most prolific producers.

The creator of several Nickelodeon hits including iCarly, Kenan & Kel and the network’s current top-rated show Henry Danger, Mr Schneider has been associated with the channel for three decades. Stars that got their start on Mr Schneider’s shows include Amanda Bynes, Ariana Grande and Jami Lynn Spears.

“Following many conversations together about next directions and future opportunities, Nickelodeon and our long-time creative partner Dan Schneider/Schneider’s Bakery have agreed to not extend the current deal,” the network and creator said in a joint statement.

While Mr Schneider’s contract to produce shows for Nickelodeon hadn’t expired, a window had opened for the two sides to re-evaluate the relationship.

Two of Mr Schneider’s new shows have been disappointments in the ratings. The decision to end the long-time relationship between Nickelodeon and Mr Schneider is the second major shift at Nickelodeon in recent weeks.

Last month, Viacom restructured the leadership team at the network, with longtime Nickelodeon president Cyma Zarghami ceding some operating responsibilities at the channel to Sarah Levy, who has similar responsibilities at Viacom’s other cable networks.

While Mr Schneider is a well-regarded producer, he could be difficult to work with and was known for having a bad temper and being verbally abusive, sources said.

A spokesman for Mr Schneider didn’t respond to a request for comment.

News of Mr Schneider’s split from Viacom was first reported by Deadline Hollywood.

Nickelodeon is an iconic brand for Viacom and generated $US2.1 billion of revenue from advertising and distribution fees last year and cash flow of more than $US1bn, according to industry consulting firm SNL Kagan. However, like many cable channels, Nickelodeon has endured a decline in ratings as media consumption habits change and digital streaming services grow.

Nickelodeon’s ratings are down about 25 per cent with children between two and 11 compared with the same period a year earlier, according to Nielsen.